The Relationship between Self-Concept and Brand Personality

Research Background

Malär et al. in a research studied the ideal and actual self-congruency, emotional brand attachment, brand personality and self-image. The results showed that the consistency of the brand's personality with the self-image of consumers creates an emotional brand attachment. Fournier concluded in a paper that consumers who are brand-like feel more attracted to it, thus, they also search for their power in this regard. Maehle & Shneor in a study examined the relationship between these two variables in Norway and on several industries, such as clothing, home furnishings and supermarkets; according to the results in this research, customers prefer brands which match with their personality. Lee selected and studied five brand names in South Korea in a research, according to the results obtained in this study, there is a meaningful relationship between "customer personality" and their perception of "brand personality".